In order to compose a freeform content article or compose rich marketing pages, we need to allow the authors to add different types of components or custom elements to a content item - currently we restrict the authors to a specified type or using references - however this makes composition very clunky.

For example, here is what it looks like to create an Article as per the pattern we show right now in Oslo and Stockholm.
https://ibm.box.com/s/cuntmncfs9i5ri1vlv9ek4df0i2we8px
The variable type element (50% complete, just needs UI): https://github.ibm.com/DX/om-backlog/issues/1022 solves a huge part of this problem - as it would allow an author to add textual, image and other custom elements to an article as needed (without the problems of using references) - and also solves the marketing page problem where you may needs a header image OR a video in the banner area.
Later, the related layout or zone element would make it possible to reorder the composed chunks of content within the page. See the separate Aha item - many of the above features would also be usable from within the zone/layout element.